What is your omnichannel strategy advice?

Ashley Jane Brookes (AJB): Where does your customer want to start? Social may not be the best place to start interacting with customers, but it is a good place to listen. Set up your customer personas in such a way that you can monitor the channels and interact appropriately.

Shawn O’Neal (SO): Every single brand in the world has a website. If you use that as a hub, everything else becomes a spoke. Everything else can direct back to the brand site.

Facebook likes the start-up culture. They believe in small teams: photos, engagement, etc. Each team is treated like a small company with a product designer, researcher, engineers & a product manager.

Facebook uses data to form a lot of the decisions that are made. Data helps understand how users use product and how they can be optimized.

Facebook had great ideas, built products and then left them to move on to the next thing.

Photos

Were using an old photo uploader tool built in Java, didn’t work well and was poorly designed. Built their own tool, which required a plugin. Tested it and only 34% users successfully uploaded photos. Went back to the drawing board. Research showed that people were bailing at the plugin install step.